The chances are that you have seen native mobile ads, but you just did not know. This is because, as the name suggests, they are ads that slot seamlessly into the interface of the application or site you are using. The bad news is that, sometimes, you do not even know they are ads.

The world is split into those who think watches are for telling the time and those who think that they are for telling people about yourself. It is this gulf that Apple needs to cross if it is to leap into the world of luxury.